Advertising agencies Wieden+Kennedy and TBWA\Chiat\Day take top spots in COMvergence's 2021 US Creative New Business Rankings, showcasing their dominance in securing new clientele.
In 2021, the landscape of the advertising industry saw a significant shift as independent agencies Wieden+Kennedy and TBWA secured the most new business, contributing to a decrease in media spend for agencies outside the big six holding companies. This change marked a notable recovery from the dip in new business activity experienced in 2020 due to the pandemic.
The total media spend associated with these new business reviews in 2021 was a substantial $4.8 billion. However, the media spend associated with the reviews won by Wieden+Kennedy and TBWA was less than half of what it was in 2020, indicating a more competitive market.
Meanwhile, the big six holding companies, including WPP, Omnicom, Publicis Groupe, and IPG, also experienced growth, securing a significant portion of the new business reviews held in 2021. These companies were the biggest winners among holding companies in 2021, with WPP, Omnicom, Publicis Groupe, and IPG frequently highlighted for strong new business performance.
The media spend associated with the reviews won by the big six holding companies in 2021 was 67%, while the media spend associated with the reviews won by agencies outside the big six was 33%. This suggests a continued dominance of the big six in the advertising industry, albeit with a notable challenge from independent agencies like Wieden+Kennedy and TBWA.
The total number of reviews held by clients in 2021 was 155, up from 92 in 2020, indicating an acceleration in new business opportunities for U.S. creative agencies. The success of Wieden+Kennedy and TBWA in 2021 may have contributed to the overall increase in media spend associated with new business reviews, demonstrating their impact on the industry.
It's important to note that the exact rankings of the top-performing creative agencies and holding companies in terms of new business wins in 2021 compared to 2020 could not be determined from the available data. For precise rankings and comparative data, it is recommended to consult industry reports from sources like Agency Spotter, Ad Age, or R3 Worldwide’s new business reports, which typically track and rank agencies and holding companies on new business wins annually.
In conclusion, the advertising industry in 2021 saw a resurgence in new business activity, with both the big six holding companies and independent agencies like Wieden+Kennedy and TBWA securing significant new business wins. The success of these independent agencies may have impacted the market share of agencies outside the big six holding companies, adding an interesting dynamic to the industry's ongoing evolution.
The substantial $4.8 billion media spend in 2021 was associated with the new business reviews, and a notable part of this, approximately 67%, went to the big six holding companies, including WPP, Omnicom, Publicis Groupe, and IPG. On the other hand, the media spend associated with the reviews won by the independent agencies Wieden+Kennedy and TBWA was less than half of what it was in 2020, indicating a more competitive business landscape in the advertising industry.
